Data platform Zefr has announced a significant expansion of its brand safety and suitability measurement product with TikTok. This empowers global advertisers to deploy advanced brand suitability controls like Category Exclusions and Vertical Sensitivity controls.
These offer unparalleled protection and customization for brands advertising on TikTok. It ensures each campaign aligns with its unique brand values safety, and suitability standards. This also builds on Zefr and TikTok’s latest collaboration in which Zefr provides video-level signals to inform TikTok Inventory Filter for GARM Suitability optimizations, giving advertisers even further control and transparency when using the TikTok Inventory Filter on campaigns. This represents an evolution in brand suitability optimization, which gives advertisers deeper controls and transparency.
Rich Raddon, co-founder & co-CEO of Zefr, said they are committed to innovating in brand safety and suitability across social platforms. “The integration of our advanced controls into TikTok’s Brand Safety Hub on TikTok Ads Manager highlights our continuous dedication to innovation and empowering advertisers. This collaboration reflects our joint efforts to set new standards, prioritizing the brand-suitable alignment of ads with content while minimizing over-blocking and maximizing reach for brands.”
Since its launch in 2022, Zefr has measured a 99%+ brand safety rate on TikTok based on the GARM floor definitions across global campaigns. Its latest collaboration will further boost the advertiser experience and offer advanced tools and insights that are respectful of both brand values and audience sensitivities.
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